TITLE:
The Impact of Social Media Usage on Consumers’ Purchase Intentions. Using Perceived Value as the Mediator
AUTHORS:
Matilda Kumi, Sebastian Nana Kumi, Newlove Sulun Senkpeni, Francisca Arboh, Edwin Akwandoh, Tejan Andrew Rollings Kamara
KEYWORDS:
Social Media Usage, Consumer Purchase Intentions, Perceived Value
JOURNAL NAME:
Open Access Library Journal,
Vol.13 No.2,
February
4,
2026
ABSTRACT: The widespread use of social media has made it an essential marketing tool that significantly influences consumers’ purchasing intentions. However, little is known about the psychological mechanism underlying this influence, notably the mediating function of perceived value, particularly in quickly digitalizing situations such as Ghana. In order to examine how Social Media Usage (SMU) affects Customer Purchase Intention (CPI), this study combines Persuasive Theory and Social Interactive Theory, with Perceived Value (PV) serving as a crucial mediator. Data from 338 active Ghanaian social media users were gathered using an online survey using a quantitative research design. Structural Equation Modeling (SEM) with AMOS software was used to test the suggested model, which proposes SMU as an antecedent to both PV and CPI, with PV moderating their relationship. Every hypothesis was validated by the analysis. Purchase intention was found to be significantly positively impacted by social media use (β = 0.156, p β = 0.253, p β = 0.196, p